The character was created in 1956 by the Israeli cartoonist Kariel Gardosh, known by his pen name Dosh.The cartoon appeared for many years in newspaper Maariv. Yosef Lapid, Dosh’s colleague on the editorial board of Maariv, described Srulik as an icon of Israel.

Srulik is generally depicted as a young man wearing a tembel hat, Biblical sandals, and khaki shorts. Srulik is a pioneering Zionist, a lover of the land of Israel and its soil, a dedicated farmer who in time of need puts on a uniform and goes out to defend the state of Israel. Dosh drew Srulik in cartoons on current events for Maariv, and also for various “specials” and occasions of the young state. During wartime, Srulik put on a uniform and was drafted to raise the national morale.

Israel Wine

Design: The Israeli Institute of Advertising

The advertising industry in Palestine/Eretz Israel began before the establishment of the State of Israel in the 1920s. The leading designers of the period were teachers in the graphic department of the “Bezalel Academy of Art”. The “Levant Fair”, (the leading consumer fair at the time), gave a tremendous boost to the field. With the establishment of the State of Israel, the first advertising agencies were established and led the advertising field forward.

The character was created in 1951 by the Israeli cartoonist Kariel Gardosh, known by his pen name Dosh.The cartoon appeared for many years in the newspaper Maariv. Yosef Lapid, Dosh’s colleague on the editorial board of Maariv, described Srulik as an icon of Israel.

Srulik is generally depicted as a young man wearing a tembel hat, Biblical sandals, and khaki shorts. Srulik is a pioneering Zionist, a lover of the land of Israel and its soil, a dedicated farmer who in time of need puts on a uniform and goes out to defend the state of Israel. Dosh drew Srulik in cartoons on current events for Maariv, and also for various “specials” and occasions of the young state. During wartime, Srulik put on a uniform and was drafted to raise the national morale.